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Consumer Personality-Product Image Congruence: Evidence From Taiwan

Author

Listed:
  • Yu-Chi Wu
  • Chin-Shih Tsai
  • Chia-Yun Lo

Abstract

This study investigates the congruence between consumer personalities and product images based on the self-congruity perspective. In addition, consumer personality-product image congruence was examined to determine its influences on consumer product preference. Data were obtained from 335 respondents recruited from the customers of furniture stores such as IKEA and HOLA in Taiwan. A between-subjects experimental design was used, with t-tests and regression analysis. The finding showed that6 TABP consumers prefer products with a hard product image that gives strong, tough and strict feeling that is congruent with their own personality characteristics such as pressure for vocational advancement, aggressiveness, and desire for competitive achievement. In addition, TBBP consumers prefer products with a soft product image giving a mild, pleasant and gentle feeling, congruent with their own personality characteristics such as accommodating attitude, cooperativeness, and an easy going approach to life. In practice, determining how the consumer personality-product image congruence affects consumer product preference is helpful to manufacturers in designing products and stimulating product sales.

Suggested Citation

  • Yu-Chi Wu & Chin-Shih Tsai & Chia-Yun Lo, 2011. "Consumer Personality-Product Image Congruence: Evidence From Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(5), pages 121-127.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:5:p:121-127
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    References listed on IDEAS

    as
    1. Erickson, Gary M & Johansson, Johny K & Chao, Paul, 1984. "Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 694-699, September.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    3. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    4. Poiesz, Theo B. C., 1989. "The image concept: Its place in consumer psychology," Journal of Economic Psychology, Elsevier, vol. 10(4), pages 457-472.
    5. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Personality; product image; product preference; self-congruity.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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